Marketing Strategy, Text and Cases

ISBN 13: 9781285170435

Marketing Strategy, Text and Cases

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9781285170435: Marketing Strategy, Text and Cases

Thoroughly revised and updated, MARKETING STRATEGY, 6e continues with one primary goal: to teach students to think and act like marketers. Packed with cutting-edge coverage, current examples, new cases, and photographs, the sixth edition delivers a practical, straightforward approach to analyzing, planning, and implementing marketing strategies--helping students learn to develop a customer-oriented market strategy and market plan. Students sharpen their analytical and creative critical thinking skills as they learn the key concepts and tools of marketing strategy. Continuing in the text's signature student-friendly style, the sixth edition covers essential points without getting bogged down in industry jargon--all in a succinct 10 chapters. Available with InfoTrac Student Collections http://gocengage.com/infotrac.

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About the Author:

Dr. O.C. Ferrell is the James T. Pursell, Sr. Eminent Scholar in Ethics and Director of the Center for Ethical Organizational Cultures at Auburn University. He has been on the faculty at Belmont University, the University of New Mexico, University of Wyoming, Colorado State University, University of Memphis, Texas A&M University, University of Michigan, Illinois State University, and Southern Illinois University. Dr. Ferrell holds a Ph.D. from Louisiana State University in Marketing, an M.B.A. in Marketing as well as a B.A. in Sociology from Florida State University. Dr. Ferrell is President-Elect of the Academy of Marketing Science. He also serves as a board member of the NASBA Center for the Public Trust and as an advisory board member of Savant Learning. He serves on the Academic Advisory Committee for the Direct Selling Education Foundation. He received the AMS Cutco/Vector Distinguished Educator Award for contributions to the marketing discipline. Dr. Ferrell is co-author of several leading textbooks including BUSINESS ETHICS: ETHICAL DECISION MAKING AND CASES, MARKETING, MARKETING STRATEGY, BUSINESS AND SOCIETY, MANAGEMENT and INTRODUCTION TO BUSINESS. He has published in the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Business Ethics, Journal of Public Policy & Marketing, AMS Review, Journal of Business Research, as well as others. He writes weekly business ethics summaries and reviews for the Wall Street Journal with a subscriber list of more than 6000. Dr. Ferrell has also served as an expert witness in high profile ethics, legal and marketing cases.

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